Sisters Beauty Salons are a firmly established name in the UAE market, offering a 360 degree luxury pampering experience. Originally started by three sisters, the brand is now part of The Grooming Company which manages various wellbeing offers in the region. Sisters’ luxury treatments appeal to a more premium client with a mixture of locals, expats and tourists, between 20-50.

We have been working with Sisters for several years now, initially starting with a branding refresh in 2018. Whilst the 6 existing salon locations are all renowned for great service, Sisters wanted a more contemporary look for their new brand expression including the graphic identity, logo, collateral, packaging, marketing and online platforms.

The basis of this work was formed around understanding the existing offer during visits and workshops, as well as extensive research into the local market and global beauty trends.

During the rebranding strategy, a new interior DNA was also established, which reflected what we saw as the core brand assets:

Femininity
Providing a sense of calm, softness and familiarity.

A Touch of Glamour
A layer of allurement and glitz appeal.

Elegance
Reflected through visual form, and materiality.

Social
A sense of belonging to the community or ‘Sisterhood’.

Contemporary Luxury
Overall experience indicated through statement design and refined details.

The first opportunity to showcase the repositioned brand as an interiors concept came with the new store in Mall of Emirates, Dubai.

This sought-after location offered the perfect platform to create a physical embodiment of the newly elevated brand, whilst retaining great service at the heart.

The strategy was based around their 360 degree offer, by maximising the space as much as possible, without compromising the customer experience.

By creating multi-functioning beauty stations, customers are treated to hair styling, manicures/pedicures and eyelashes all at one station.

The concept reflected the Sisters ethos, creating a contemporary, feminine, high-end sophisticated experience – using soft lighting, rose gold details, and elegant touches. Both the interior and brand identity palette is layered with hues of pinks and nudes, and textures of timber and stone to create a soft, welcoming personality.

Since completing the Mall of Emirates salon in 2020, we have since worked on the refresh of existing elements in Abu Dhabi and Dubai Mall locations as well as an exciting new salon design in City Walk, Dubai which opened in 2021.